| When one looks at television, a newspaper or a | | | | advertising. My colleagues and I look forward to |
| magazine it is impossible not to be inundated with | | | | meeting with Pfizer's management team to |
| ads for various prescription drug medications. This | | | | discuss their plans related to direct-to-consumer |
| was not always the case. In fact, not until 1997, | | | | advertising." |
| when the FDA issued its guidelines for direct to | | | | The FDA maintains that it continues to oversee |
| consumer advertising, did this massive | | | | direct to consumer advertising by drug companies |
| pharmaceutical advertising expenditure begin. | | | | to insure that ads are truthful balanced and |
| It might interest some to know that only 2 | | | | accurate. |
| countries in the world allow our brand of direct to | | | | The Pharmaceutical Research and Manufacturers |
| consumer advertising of prescription drugs: the | | | | of America (PhRMA) represents the country's |
| United State and New Zealand. | | | | leading pharmaceutical research and biotechnology |
| The amounts of money involved are staggering. | | | | companies. This trade and lobbying group takes |
| A study done by the Kaiser Family Foundation in | | | | the official position that the purpose of direct to |
| 2006 found that for every dollar a drug company | | | | consumer marketing is to raise patient awareness |
| spent on advertising, it earned $4 in additional | | | | of diseases and treatments that might be |
| sales. Doesn't sound like much, does it? | | | | available to treat them. Their studies show that |
| But the real numbers put the impact in | | | | direct to consumer advertising brings patients into |
| prospective. In 1999, just two years after the | | | | their doctors' offices and starts important |
| FDA permitted direct to consumer advertising in | | | | doctor-patient conversations about health that |
| its current form, Pfizer spent 55 million advertising | | | | might otherwise take place. |
| it's cholesterol lowering drug, Lipitor. Sales of | | | | The drug industry is mounting major lobbying |
| Lipitor jumped 56% that year to almost $2.6 | | | | campaigns to have direct to consumer marketing |
| billion. | | | | allowed in Europe and Canada. The Health Action |
| As advertising spending went up, the amount of | | | | International (HAI-Europe), in December 2001 set |
| control exercised by the FDA fell. According to | | | | forth their reasoning for continuing to ban direct |
| the New England Journal of Medicine, the FDA | | | | advertising to consumers of prescription drugs. |
| sent 142 violations letters to pharmaceutical | | | | Given the current debate in the United States |
| companies in 1997. By 2006 the FDA sent only 21 | | | | over health care reform some of their rationale is |
| violation letters. | | | | quite relevant. |
| As revenues from advertising grew, | | | | The HAI-Europe gave 4 reasons for continuing |
| pharmaceutical companies found new ways to | | | | the ban on direct to consumer advertising. |
| entice consumers to buy their brand. Celebrity | | | | 1.Direct to consumer advertising drives up |
| advertising was born. Pfizer ran the now infamous | | | | prescription drugs costs, threatening the |
| commercials featuring Dr. Robert Jarvik promoting | | | | sustainability of national health care services and |
| Lipitor "as a doctor and a father." As it turned | | | | universal access to health care as a fundamental |
| out, Dr. Jarvik was not a licensed medical doctor | | | | human right. |
| despite his being the inventor of the artificial heart. | | | | 2. Direct to consumer advertising fails to inform. It |
| Dr. Jarvik did have a medical degree from the | | | | does not provide the impartial, objective |
| University of Utah but after earning a medical | | | | information consumers and patients need for |
| degree, physicians must complete a series of | | | | informed health care decisions. |
| tests to earn certification to practice medicine. | | | | 3. Direct to consumer advertising compromises |
| Reps. John D. Dingell (D-MI), Chairman of the | | | | public safety. It can lead to rapid widespread |
| Committee on Energy and Commerce, and Bart | | | | exposure to dangerous drugs before risks are |
| Stupak, Chairman of the Subcommittee on | | | | fully recognized. Additionally, most new drugs are |
| Oversight and Investigations, launched an | | | | costlier than existing treatments, but few provide |
| investigation into the misleading effect of the ads | | | | any therapeutic advantage. |
| on consumers which had been approved by the | | | | 4. Direct to consumer advertising promotes the |
| FDA. | | | | medicalisation of normal life. The most heavily |
| In February 2008 Pfizer agreed to withdraw the | | | | advertised drugs are for long-term use by large |
| Lipitor advertising and promotions featuring Dr. | | | | target audiences, often for mild conditions and |
| Robert Jarvik. Rep. Dingell stated that "Pfizer's | | | | 'lifestyle' problems that may not need drug |
| decision was a wise one, and I am pleased our | | | | therapy. |
| investigation prompted the removal of Lipitor ads | | | | The debate will continue but do not look for a |
| featuring Dr. Jarvik. We trust that Pfizer is sincere | | | | change in the advertising practices of U.S. drug |
| in its commitment to 'greater clarity' in its | | | | companies anytime soon. |